LUAR, the reversed namesake label of Brooklyn-based designer Raul Lopez, is a unique reflection of his creative vision and personal journey.

LUAR made its debut in 2017, filling a void in American fashion with its unique premise: Clothing and accessory designs inspired by the low and middle-income communities, particularly the characters Lopez grew up among in New York City. The designer’s deep roots in downtown New York City scenes inspired him to blend the visual cues of his Dominican heritage with the dynamism of underground nightlife, creating a brand that truly embodies the spirit of the city.

Following a period of reflection, during which Lopez reevaluated his creative direction and the brand's values, he relaunched LUAR in 2022 with new conviction: to offer empowering luxury products that subvert social strata. LUAR is designed with New York City’s outer boroughs in mind — creating clothes that real New Yorkers relate to and broadcasting true NYC style to the greater world.